PROPOSED MARKETING STRATEGY FOR RAPIDPRO 3D WORKSHOP

• Main Author: Nur Akbar, Arfan
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/55282
• Institution: Institut Teknologi Bandung

The latest technology is now increasingly in demand where it has become an important requirement to support many activities of its users. 3D print is one of the latest technologies that caught the world’s attention because of the benefits that can be gained from utilizing it. Such as cost and time saving for manufacturers. Lately 3D print has become more familiar for the public as a lot of many companies are selling 3D printers for individuals for commercial use. Rapidpro 3D Workshop is one of small business who utilizes the benefit of 3D print for manufacturing prototyping. The company was established in 2017 with target market established companies who need fast and affordable prototyping. 3D print itself has a lot of opportunity where it can be applied for various industries. Rapidpro 3D Workshop not able to optimize the opportunities because of unclear target market and lack promotion as part of marketing strategy. Therefore, Rapidpro 3D Workshop need to know which target market to choose and what kind of marketing strategy they need to approach the target market. In order to analyze the current condition of Rapidpro 3D Workshop, the author use external analysis consists of PEST analysis, Porter’s Five Forces analysis, and competitor analysis. After that, resource analysis, value chain analysis, and STP (Segmenting, Targeting, and Positioning) is conducted to see the company’s internal situation. Perception, motivation, and consumer behavior are the factors that used to analyze the perspective from the customers. From the result of the analysis, it is known that the product and price have a good perception from the target market. While promotion and place are still lacking which needs to be improved. To formulate the strategy, the author use TOWS matrix as the tools. The marketing strategies for Rapidpro 3D Workshop are optimizing social media promotion, e-commerce product selling, and offline promotions.